معرفی
Gokcen Coskuner-Balli is an Associate Professor of Marketing at the The George L. Argyros College of Business and Economics, Chapman University. Her research focuses on the cultural and political shaping of consumer-market interactions, institutional logics, and branding strategies in contested markets like cannabis. She holds a B.Sc. and M.B.A. from Bilkent University, an M.Sc. in Marketing from Auburn University, and a Ph.D. in Marketing from the University of Wisconsin-Madison.
- Education
- B.Sc. in Business Administration, Bilkent University
- M.B.A., Bilkent University
- M.Sc. in Marketing, Auburn University
- Ph.D. in Marketing, University of Wisconsin-Madison
Her scholarship examines how consumption practices create and legitimize non-traditional social identities, with special attention to cannabis market institutionalization, gender dynamics in branding, and the politics of consumer culture. Recent publications analyze institutional work in cannabis retail (2021), consumer identity formation through glocalization (2023), and the cultural economics of hybrid products like American Yoga (2017).
Key article trends reveal consistent engagement with institutional theory, consumer identity politics, and market category legitimization. She has published in Journal of Consumer Research, Marketing Theory, and Journal of Macromarketing, often collaborating with scholars like Burçak Ertimur and Mine Üçok Hughes.
